CONSUMER BUYING BEHAVIOR AND THE IMPACT OF ADVERTISING
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Executive summary
Advertising is a method of communication used to persuade an audience to acquire a product or service and to provide information to viewers. It is regarded as a crucial and indispensable ingredient for the economic growth of markets and businesses (ryans,1999). Advertising is typically a paid type of exposure or promotion by a sponsor that reaches through traditional media such as television, newspapers, commercial radio advertisements, magazine mail, outdoor advertising, and blogs, websites, and text messages (Ahmed and Ashfag, 2013).
The primary objective of advertising is to influence purchasing behavior, and this influence on brand is frequently altered or enhanced through people’s recollections. Memories of the brand are established in the consumer’s mind via brand-related associations (Khan, 2012). Continuously influencing thought, evaluation, and ultimately purchasing are these brands (Romaruk and sharp, 2004). In the literary research of the impact of advertising on effectiveness, consumer purchasing behavior has always been accorded such significance and space (Ajzen, 2002). Most of the time, consumer purchasing behavior is influenced by the consumer’s attitude regarding the product’s advertisement (Smith et, al, 2006). A high-quality advertisement is likely to persuade customers to purchase a product, but a low-quality advertisement will likely have the opposite effect.
2.The purpose of the study
The following goal will be examined:
To determine the connection between advertising and consumer purchasing behavior
To determine the association between advertising and increased sales and earnings
To determine the connection between advertising and consumer purchasing perception
RESEARCH QUESTION
These research questions shall be addressed:
What is the relationship between advertising and the purchasing behavior of consumers?
What is the connection between advertising and increased sales and profits?
What is the relationship between advertising and the purchasing perception of consumers?
CONSUMER BUYING BEHAVIOR AND THE IMPACT OF ADVERTISING
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